I am University Assistant Professor of Persuasive Gaming at Erasmus University Rotterdam. My expertise is related to the use of digital games as media for communication, persuasion and social interaction.
Pese a todas las potencialidades de Internet como medio de difusión de campañas publicitarias, la... more Pese a todas las potencialidades de Internet como medio de difusión de campañas publicitarias, la ingente cantidad de información que los usuarios pueden encontrar en la red convierte en un reto el hecho de atraerlos a una determinada dirección web, especialmente si lo que se pretende es transmitirles un mensaje publicitario. Las marcas tienen que crear espacios en los que se ofrezca un valor añadido al mensaje publicitario, espacios a los que los usuarios lleguen de forma voluntaria y permanezcan el tiempo necesario para transmitirles el mensaje deseado. En este sentido los publicistas están recurriendo a la ficción interactiva como reclamo. En este trabajo nos interesamos por la estrategia del advergaming. El objetivo fundamental de este paper es presentar una herramienta metodológica para el análisis de la narratividad de un videojuego publicitario online. Nos encontramos ante un objeto de estudio sobre el que desde el punto de vista metodológico hay poco camino andado en el desarrollo de modelos de análisis. Nuestra intención es abordar un análisis narrativo de un videojuego, con las particularidades que un relato hipermedia de estas características ostenta; y, además de ello, un análisis hecho desde el punto de vista de que el relato al que nos enfrentamos es un relato publicitario. Planteamos por todo ello realizar un estudio de caso, en el que el análisis narrativo en profundidad de esta pieza en concreto, nos sirva a un tiempo para proponer un modelo que pueda convertirse en referencia para análisis de objetos de estudio de características similares en un futuro.
This paper provides a methodological tool for calculating an index over which reflects the level ... more This paper provides a methodological tool for calculating an index over which reflects the level of convergence of a medium.
In this chapter, the author presents a theoretical model for the study of how persuasive messages... more In this chapter, the author presents a theoretical model for the study of how persuasive messages can be conveyed through digital games. The objective of developing this new theoretical model is to make visible how persuasiveness can be structured within digital games and to help identify specific aspects of persuasive games that might not be obvious to the naked eye, by giving them order and intelligibility. This model may facilitate the study and implementation of persuasive strategies within advergames from a new and specific perspective. In the first part of the chapter, the author justifies the reasons why the author has chosen to work with a theoretical model. In the second part, the author describes the three characteristics that define these theoretical models and present the new theoretical model as well as a visual representation of it.
The use of digital games has found to be an effective tool to reinforce teaching/learning practic... more The use of digital games has found to be an effective tool to reinforce teaching/learning practices. Several studies have already shown the benefits of the use of digital games in educational contexts. However, most of these studies are focused on how digital games can be used as a mediation tool in the process of knowledge acquisition. The present research proposes a new approach for the study of digital games in the field of education. Drawing from collaborative learning methods, we explore the potential of digital entertaining collaborative games to become a mediation tool in the process of integration of immigrant children with different cultural backgrounds in Dutch schools. This paper reports the preliminary results of an exploratory study that sets out to evaluate the potential of digital games as a mediation tool to foster intercultural integration in educational environments.
In this chapter, I define six factors that determine the conceptualization of persuasive strategi... more In this chapter, I define six factors that determine the conceptualization of persuasive strategies for advergames. Advergames are understood here as “digital games specifically designed for a brand with the aim of conveying an advertising message” (De la Hera Conde-Pumpido, In Press). These six factors have been used for the analysis of the advergame Tem de Tank (DDB Amsterdam & Flavour, 2010), which was launched in 2010 by Volkswagen to introduce the Volkswagen Polo BlueMotion. The reason for selecting this game as a case study for this chapter is that, although the advergame's goals were properly defined, the game contains, in my opinion, a series of problems in terms of persuasion. Therefore, this game is a perfect case study to exemplify how the factors presented here can be useful to identify problems in the persuasive strategy of an advergame.
The evolution of the game industry and changes in the advertising landscape in recent years have ... more The evolution of the game industry and changes in the advertising landscape in recent years have led to a keen interest of marketers in using digital games for advertising purposes. Digital games specifically designed for a brand with the aim of conveying an advertising message, are known as advergames. The increasing interest in the use of digital games as a marketing strategy is undoubtedly related to the development of new technologies and the proliferation of broadband and mobile devices and the closely popularization of digital games. However, despite the increasing interest in this marketing strategy, marketers and marketing companies still need more knowledge about the potential of digital games as a medium to convey advertising messages. This thesis aims at broadening the understanding of how advertising messages can be embedded within digital games.
In this thesis an interdisciplinary framework is used in order to outline a theoretical model aiming to structure the existing knowledge to help explain how persuasive communication works within digital games. This framework consists of theories from game studies, media studies and studies on persuasion undertaken from a humanities perspective. This interdisciplinary approach allows for a broadening of the understanding of how persuasiveness can be implemented within digital games. It does so by forging new interdisciplinary links within the area of game studies where the emphasis of this study clearly lies, while also taking up new subjects that are important to this field. Furthermore, this study explores contemporary design theories and their relation to games as well as how this relationship may be used in a practical context.
By giving order and intelligibility to specific aspects of persuasive games the theoretical model developed in this dissertation renders visible how persuasiveness can be structured within digital games and identifies specific aspects of persuasive games that might not be visible at first glance. This thesis builds upon game scholars Salen and Zimmerman's (2004) statements about how digital games convey meaning through semiotic principles by claiming that persuasiveness can be implemented within digital games by making use of three persuasive levels: (1) the signs embedded within the game, (2) the system that allows players to interact with the signs of the game and (3) the context in which games are played. The theoretical model of this thesis explains how all the persuasive dimensions that can be used within digital games are structured according to the three levels of persuasion. This model thus facilitates the study and implementation of persuasive strategies within digital games from a new and specific perspective.
DiGRA 2013 Proceedings - DeFragging Game Studies, Aug 2013
In this paper I propose a new theory for the study of persuasiveness within digital games. This t... more In this paper I propose a new theory for the study of persuasiveness within digital games. This theory aims to make visible how persuasiveness can be structured within digital games and to be useful to identify specific aspects of games' persuasiveness that might not be obvious to the naked eye, by giving them order and conferring them intelligibility. The theory that I propose here is based on the hypothesis that multiple persuasive dimensions can be used within digital games to convey persuasive messages. In order to defend this hypothesis I introduce the concept of 'persuasive structures', which I use to describe how persuasive communication works within digital games. The definition of this concept relies on a conceptual model that is based on the proposition that persuasiveness within digital games can be developed through three different persuasive levels and that in each of the three persuasive levels it is possible to find different persuasive dimensions.
Since the publication of Ian Bogost's two first books (2006, 2007), procedural rhetoric has been ... more Since the publication of Ian Bogost's two first books (2006, 2007), procedural rhetoric has been the focus of attention of many scholars working on persuasive strategies in digital games (e.g., Heide & Nørholm 2009, Flanagan 2009, Swain 2010, Ferrari 2010). This paper aims to demonstrate that other persuasive dimensions could complement procedural rhetoric to design games with advertising purposes. This paper initially explains the value of use for each one of the persuasive dimensions that could appear in an advergame: narrative persuasion, procedural rhetoric, visual rhetoric, audiovisual rhetoric and textual rhetoric. Then a framework to analyze and visualize the persuasive structure of advergames is proposed, explained and defended. Finally the model is applied to three case studies.
EL ÍNDICE DE CONVERGENCIA: RESULTADOS DEL ESTUDIO CUANTITATIVO Xosé López García· Universidade de... more EL ÍNDICE DE CONVERGENCIA: RESULTADOS DEL ESTUDIO CUANTITATIVO Xosé López García· Universidade de Santiago de Compostela Xosé Pereira Fariña· Universidade de Santiago de Compostela Teresa de la Hera Conde-Pumpido· Universidade de Santiago de ...
Pese a todas las potencialidades de Internet como medio de difusión de campañas publicitarias, la... more Pese a todas las potencialidades de Internet como medio de difusión de campañas publicitarias, la ingente cantidad de información que los usuarios pueden encontrar en la red convierte en un reto el hecho de atraerlos a una determinada dirección web, especialmente si lo que se pretende es transmitirles un mensaje publicitario. Las marcas tienen que crear espacios en los que se ofrezca un valor añadido al mensaje publicitario, espacios a los que los usuarios lleguen de forma voluntaria y permanezcan el tiempo necesario para transmitirles el mensaje deseado. En este sentido los publicistas están recurriendo a la ficción interactiva como reclamo. En este trabajo nos interesamos por la estrategia del advergaming. El objetivo fundamental de este paper es presentar una herramienta metodológica para el análisis de la narratividad de un videojuego publicitario online. Nos encontramos ante un objeto de estudio sobre el que desde el punto de vista metodológico hay poco camino andado en el desarrollo de modelos de análisis. Nuestra intención es abordar un análisis narrativo de un videojuego, con las particularidades que un relato hipermedia de estas características ostenta; y, además de ello, un análisis hecho desde el punto de vista de que el relato al que nos enfrentamos es un relato publicitario. Planteamos por todo ello realizar un estudio de caso, en el que el análisis narrativo en profundidad de esta pieza en concreto, nos sirva a un tiempo para proponer un modelo que pueda convertirse en referencia para análisis de objetos de estudio de características similares en un futuro.
This paper provides a methodological tool for calculating an index over which reflects the level ... more This paper provides a methodological tool for calculating an index over which reflects the level of convergence of a medium.
In this chapter, the author presents a theoretical model for the study of how persuasive messages... more In this chapter, the author presents a theoretical model for the study of how persuasive messages can be conveyed through digital games. The objective of developing this new theoretical model is to make visible how persuasiveness can be structured within digital games and to help identify specific aspects of persuasive games that might not be obvious to the naked eye, by giving them order and intelligibility. This model may facilitate the study and implementation of persuasive strategies within advergames from a new and specific perspective. In the first part of the chapter, the author justifies the reasons why the author has chosen to work with a theoretical model. In the second part, the author describes the three characteristics that define these theoretical models and present the new theoretical model as well as a visual representation of it.
The use of digital games has found to be an effective tool to reinforce teaching/learning practic... more The use of digital games has found to be an effective tool to reinforce teaching/learning practices. Several studies have already shown the benefits of the use of digital games in educational contexts. However, most of these studies are focused on how digital games can be used as a mediation tool in the process of knowledge acquisition. The present research proposes a new approach for the study of digital games in the field of education. Drawing from collaborative learning methods, we explore the potential of digital entertaining collaborative games to become a mediation tool in the process of integration of immigrant children with different cultural backgrounds in Dutch schools. This paper reports the preliminary results of an exploratory study that sets out to evaluate the potential of digital games as a mediation tool to foster intercultural integration in educational environments.
In this chapter, I define six factors that determine the conceptualization of persuasive strategi... more In this chapter, I define six factors that determine the conceptualization of persuasive strategies for advergames. Advergames are understood here as “digital games specifically designed for a brand with the aim of conveying an advertising message” (De la Hera Conde-Pumpido, In Press). These six factors have been used for the analysis of the advergame Tem de Tank (DDB Amsterdam & Flavour, 2010), which was launched in 2010 by Volkswagen to introduce the Volkswagen Polo BlueMotion. The reason for selecting this game as a case study for this chapter is that, although the advergame's goals were properly defined, the game contains, in my opinion, a series of problems in terms of persuasion. Therefore, this game is a perfect case study to exemplify how the factors presented here can be useful to identify problems in the persuasive strategy of an advergame.
The evolution of the game industry and changes in the advertising landscape in recent years have ... more The evolution of the game industry and changes in the advertising landscape in recent years have led to a keen interest of marketers in using digital games for advertising purposes. Digital games specifically designed for a brand with the aim of conveying an advertising message, are known as advergames. The increasing interest in the use of digital games as a marketing strategy is undoubtedly related to the development of new technologies and the proliferation of broadband and mobile devices and the closely popularization of digital games. However, despite the increasing interest in this marketing strategy, marketers and marketing companies still need more knowledge about the potential of digital games as a medium to convey advertising messages. This thesis aims at broadening the understanding of how advertising messages can be embedded within digital games.
In this thesis an interdisciplinary framework is used in order to outline a theoretical model aiming to structure the existing knowledge to help explain how persuasive communication works within digital games. This framework consists of theories from game studies, media studies and studies on persuasion undertaken from a humanities perspective. This interdisciplinary approach allows for a broadening of the understanding of how persuasiveness can be implemented within digital games. It does so by forging new interdisciplinary links within the area of game studies where the emphasis of this study clearly lies, while also taking up new subjects that are important to this field. Furthermore, this study explores contemporary design theories and their relation to games as well as how this relationship may be used in a practical context.
By giving order and intelligibility to specific aspects of persuasive games the theoretical model developed in this dissertation renders visible how persuasiveness can be structured within digital games and identifies specific aspects of persuasive games that might not be visible at first glance. This thesis builds upon game scholars Salen and Zimmerman's (2004) statements about how digital games convey meaning through semiotic principles by claiming that persuasiveness can be implemented within digital games by making use of three persuasive levels: (1) the signs embedded within the game, (2) the system that allows players to interact with the signs of the game and (3) the context in which games are played. The theoretical model of this thesis explains how all the persuasive dimensions that can be used within digital games are structured according to the three levels of persuasion. This model thus facilitates the study and implementation of persuasive strategies within digital games from a new and specific perspective.
DiGRA 2013 Proceedings - DeFragging Game Studies, Aug 2013
In this paper I propose a new theory for the study of persuasiveness within digital games. This t... more In this paper I propose a new theory for the study of persuasiveness within digital games. This theory aims to make visible how persuasiveness can be structured within digital games and to be useful to identify specific aspects of games' persuasiveness that might not be obvious to the naked eye, by giving them order and conferring them intelligibility. The theory that I propose here is based on the hypothesis that multiple persuasive dimensions can be used within digital games to convey persuasive messages. In order to defend this hypothesis I introduce the concept of 'persuasive structures', which I use to describe how persuasive communication works within digital games. The definition of this concept relies on a conceptual model that is based on the proposition that persuasiveness within digital games can be developed through three different persuasive levels and that in each of the three persuasive levels it is possible to find different persuasive dimensions.
Since the publication of Ian Bogost's two first books (2006, 2007), procedural rhetoric has been ... more Since the publication of Ian Bogost's two first books (2006, 2007), procedural rhetoric has been the focus of attention of many scholars working on persuasive strategies in digital games (e.g., Heide & Nørholm 2009, Flanagan 2009, Swain 2010, Ferrari 2010). This paper aims to demonstrate that other persuasive dimensions could complement procedural rhetoric to design games with advertising purposes. This paper initially explains the value of use for each one of the persuasive dimensions that could appear in an advergame: narrative persuasion, procedural rhetoric, visual rhetoric, audiovisual rhetoric and textual rhetoric. Then a framework to analyze and visualize the persuasive structure of advergames is proposed, explained and defended. Finally the model is applied to three case studies.
EL ÍNDICE DE CONVERGENCIA: RESULTADOS DEL ESTUDIO CUANTITATIVO Xosé López García· Universidade de... more EL ÍNDICE DE CONVERGENCIA: RESULTADOS DEL ESTUDIO CUANTITATIVO Xosé López García· Universidade de Santiago de Compostela Xosé Pereira Fariña· Universidade de Santiago de Compostela Teresa de la Hera Conde-Pumpido· Universidade de Santiago de ...
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In this thesis an interdisciplinary framework is used in order to outline a theoretical model aiming to structure the existing knowledge to help explain how persuasive communication works within digital games. This framework consists of theories from game studies, media studies and studies on persuasion undertaken from a humanities perspective. This interdisciplinary approach allows for a broadening of the understanding of how persuasiveness can be implemented within digital games. It does so by forging new interdisciplinary links within the area of game studies where the emphasis of this study clearly lies, while also taking up new subjects that are important to this field. Furthermore, this study explores contemporary design theories and their relation to games as well as how this relationship may be used in a practical context.
By giving order and intelligibility to specific aspects of persuasive games the theoretical model developed in this dissertation renders visible how persuasiveness can be structured within digital games and identifies specific aspects of persuasive games that might not be visible at first glance. This thesis builds upon game scholars Salen and Zimmerman's (2004) statements about how digital games convey meaning through semiotic principles by claiming that persuasiveness can be implemented within digital games by making use of three persuasive levels: (1) the signs embedded within the game, (2) the system that allows players to interact with the signs of the game and (3) the context in which games are played. The theoretical model of this thesis explains how all the persuasive dimensions that can be used within digital games are structured according to the three levels of persuasion. This model thus facilitates the study and implementation of persuasive strategies within digital games from a new and specific perspective.
In this thesis an interdisciplinary framework is used in order to outline a theoretical model aiming to structure the existing knowledge to help explain how persuasive communication works within digital games. This framework consists of theories from game studies, media studies and studies on persuasion undertaken from a humanities perspective. This interdisciplinary approach allows for a broadening of the understanding of how persuasiveness can be implemented within digital games. It does so by forging new interdisciplinary links within the area of game studies where the emphasis of this study clearly lies, while also taking up new subjects that are important to this field. Furthermore, this study explores contemporary design theories and their relation to games as well as how this relationship may be used in a practical context.
By giving order and intelligibility to specific aspects of persuasive games the theoretical model developed in this dissertation renders visible how persuasiveness can be structured within digital games and identifies specific aspects of persuasive games that might not be visible at first glance. This thesis builds upon game scholars Salen and Zimmerman's (2004) statements about how digital games convey meaning through semiotic principles by claiming that persuasiveness can be implemented within digital games by making use of three persuasive levels: (1) the signs embedded within the game, (2) the system that allows players to interact with the signs of the game and (3) the context in which games are played. The theoretical model of this thesis explains how all the persuasive dimensions that can be used within digital games are structured according to the three levels of persuasion. This model thus facilitates the study and implementation of persuasive strategies within digital games from a new and specific perspective.